Distribution is part of the artwork’s life. Where it appears shapes how it is interpreted and who connects with it. In 2025, artists can choose among brick-and-mortar galleries, online platforms, and hybrids that combine both. The best choice depends on your goals, temperament, and the nature of the work.
Galleries create context. They stage, light, and frame the work within a lineage. Good galleries also cultivate collectors and institutional relationships that an individual would struggle to reach alone. The trade-offs are commission rates and the need to supply consistent quality on schedule. If you thrive on deadlines and value curatorial dialogue, galleries amplify you.
Online platforms expand reach and control. You present process, stories, and variants at your pace. You can test limited drops, editions, or commissions and gather data about interest. The trade-offs are attention costs and logistics: you are responsible for discovery, shipping, and customer service. If you like entrepreneurship and can maintain a steady communication rhythm, online can be powerful.
Hybrid models often win. Show with a gallery when a series needs spatial experience, and run editions or studies online between exhibitions. Use newsletter and social channels to weave the two worlds together. Share behind-the-scenes content that enriches the gallery show and direct online audiences to in-person events.
Whichever path you choose, design it intentionally. Map your year as seasons of making and seasons of showing. Choose a few channels you can sustain and make each appearance count. Distribution is not an afterthought; it is part of how the artwork finds its people.